What does “CRM linking” mean?
CRM linking connects a Siro recording to the right CRM records so your team can:
See customer context next to the conversation in Siro.
Populate Siro recording links, AI summaries, and extracted fields in your CRM as Activities, Fields, or Tasks.
Depending on your integration and configuration, Siro can link recordings to CRM objects such as:
Lead (or Prospect)
Account (or Company)
Contact (or Person)
Opportunity (or Deal, Job, Project, etc.)
Appointment / Engagement
What data does Siro sync?
Siro’s CRM experience typically includes two types of data flow:
CRM → Siro: We sync key CRM context into Siro so reps and managers have the right details before and after a conversation. What you may see in Siro depends on your CRM and setup, but often includes:
Customer and deal context (names, related records, amounts, dispositions)
Scheduled appointments (if your CRM provides appointment or activity data)
Siro → CRM: When a recording is linked, Siro can write back information to the CRM in two main ways:
Activity write-back: An AI-generated summary and a link back to the Siro recording (the exact activity type depends on your CRM) are posted as “Activities” related to the relevant customer object in your CRM.
Entity Extraction: Siro can extract specific fields from the conversation (next steps, objections, products discussed, or follow-up dates, etc.) and write them into corresponding fields in your CRM.
Entity Extraction mappings are configured with your CSM or Siro Support, so the extracted entities land in the right CRM object and field for your workflow.
How does Siro link recordings to CRM records?
Siro supports three methods of linking:
Automatic linking when we are highly confident which record the recording should be linked to.
Suggested linking when there is a likely match but confirmation is needed.
Manual linking when we don’t have enough information to link automatically or to make a suggestion.
Automatic linking
Siro can automatically link a recording when there is clear context, for example:
The recording is started from a synced appointment in Siro.
The recording is started via deeplink and a CRM object ID is passed in the deeplink payload
When this happens, the recording is associated to the relevant customer and deal records, and Siro can write the summary and recording link back to your CRM immediately.
Suggested linking
Sometimes Siro can narrow it down to a likely match, but needs confirmation. In those cases, Siro will show a suggested customer or opportunity to review (it will display as “Maybe: <customer/opportunity name>”)
This is common when:
A recording was started outside of an appointment flow.
Multiple similar CRM records could match.
CRM data is incomplete or ambiguous (for example, missing contact emails).
Manual linking
If a recording is not linked automatically, or if it is linked incorrectly, you can manually link it from within Siro. Simply click the “Link to CRM” button next to the recording (on the web app this button shows the name of your CRM, e.g. “Link to Salesforce”). If the recording is already linked, use the “Edit CRM link” control instead.
The Edit CRM link panel shows every CRM link on the recording, not just the main customer. You can attach more than one contact — the first contact you add is the primary — and you can remove a link outright, not only repoint it. Suggested contacts come from the account or opportunity you picked, but you can type to search your whole CRM and add a contact outside that list.
Once updated, the recording’s CRM context in Siro will reflect the new links, and the CRM write-back will follow your integration’s behavior.
Supported CRMs and integrations
We support multiple CRM integrations. For the current list, see:
When is my integration “active”?
After you connect your CRM, Siro needs time to complete the initial sync.
Most workspaces will start seeing data appear within 15–60 minutes.
If your CRM has a large amount of historical data, the first sync can take a few hours.
You can consider the integration active once you can see CRM context (like customer records, deals, or appointments) showing up in Siro.
Link Siro users to CRM users
Siro uses user linking to make sure the right appointments and CRM context show up for each rep.
In most cases, user linking happens automatically based on matching identifiers like email.
If a rep is missing CRM context, or the wrong person is linked, an admin can update the mapping:
Go to the Users page.
Search for the user and click to open their profile.
Go to the Integrations section and select “Connect.”
Use the search to link the user to the correct CRM user.
Troubleshooting
I don’t see appointments in Siro: Your CRM may not be syncing appointment or activity data, or the user who the appointment belongs to may not be linked to your CRM.
A recording linked to the wrong customer or deal: Use the recording’s CRM linking controls to relink it to the correct record, or remove the link if the recording shouldn’t be attached to that record at all.
I can’t find the record I’m searching for: Confirm the record exists in your CRM and that your integration sync includes that object type. In some cases you must explicitly give permission for Siro to access a certain type of object. Account search results show the account’s email (falling back to its owner), which is how you tell apart accounts that share a name.
If you still need help, reach out to Siro Support at support@siro.ai.